Consumer or end-user marketing collateral is commonly used after a company has made initial customer contact through advertising or other means. It can take the form of a follow-up mailer, white papers, newsletters, PowerPoint presentations, web blogs, brochures and even electronic displays in retail stores.
Business-to-business (B2B) collateral, often called sales collateral, is commonly used to acquire new channel partners, to explain details of sales and merchandising programs companies want, specifically with their partners to execute and to pre-sell consumer advertising and promotional activity to channel partners.
Effective, consumer-oriented collateral has an emotional appeal that communicates a unique and richly-rewarding user experience gained from buying the product or service. It usually supports or echoes the user benefit, found in your company's main advertising message, including a compelling call-to-action.
B2B collateral typically has a rational appeal. It provides persuasive, foundational information about how your company's products or services, advertising, promotions and support will generate more sales and revenue for the channel partner. Beyond the promise of more sales and more money, effective B2B collateral material usually includes action steps the channel partner must take to realize the promise of more sales and more money.
Your collateral is a vital and integral component of your marketing campaign. It requires thought and planning. Before we start creating collateral, we focus on its intended purpose. How do you want it to be used? For example, is it consumer or B2B collateral? What is the message you want to deliver?
What is the most effective media format to deliver that message? You'll find it much easier to create great collateral after we resolve the basic issues relating to audience, purpose, message content, and media delivery format.
Whether your audience is consumer or B2B, always make it visually appealing. Assume your collateral is fighting for attention with audiences that may be preoccupied with other matters. Make it easy for preoccupied eyeballs to scan your material. Make white space your friend.
We use it abundantly. We use complementary, attention grabbing visuals to draw your audience into your content. Finally, we keep the focus on your audience. If it is a consumer audience, we communicate great user experience - product or service benefit - and a call-to-action. If it is a B2B audience, we communicate the benefit using a rational appeal and a call-to-action.